Win the Vocal Few: Reddit Lurkers vs the Core Audience
On Reddit, a small group of vocal members writes most of the posts and comments, while most people, Reddit lurkers, only read. Win the vocal core and the lurkers follow, because they decide what to buy by reading what the core says. That's why Reddit advertising is less about reach and more about earning the trust of the people who set the tone.
Who is the core audience on Reddit?
They're the people who love a topic so much they talk about it every day: professionals, specialists and serious hobbyists. They give honest answers, point out flaws and debate for days. They're the friend you'd call when your car makes a strange noise. When they recommend something, people listen, on Reddit and outside it.
Who are lurkers, and why do they matter?
Lurkers read posts and comments but rarely write anything. They're the quiet majority in most communities. They don't comment on your ad, but they read every reply under it. When they see a brand answering questions honestly and the regulars responding well, they're more likely to buy, often later and through another channel.
Why should you win the vocal few first?
They shape opinion. If the regulars trust you, newcomers and lurkers pick that up.
They answer for you. Once they know your product, they'll recommend it in threads you'll never see.
They're the toughest critics. Passing their test means your product and message are ready for everyone else.
Dāvis calls this turning customers into brand affiliates: you don't outspend competitors, you win the people everyone else listens to.
How do Reddit ads help you win the core audience?
Target the communities where the core members are most active.
Keep ad comments on, so the vocal members can talk to you directly.
Reply fast, honestly and with a sense of humor.
Explain false claims publicly and calmly. Fix what's true.
Keep going. The first months can be rough, but the tone shifts once people see you're there for the community.
For one client, Dāvis answered every comment on the ads, including spammy ones, and played along when it fit. After about 12 months, people stopped posting spam on the ads, and false claims had all been answered in public. The core audience was on the brand's side.
How do you measure the effect on lurkers?
You can't see lurkers in the dashboard, so measure what they do next: brand searches on Google, direct visits to your site, and sales that come in without a tracked click. See brand search lift.
Reddit lurkers: FAQ
What is a lurker on Reddit?
Someone who reads posts and comments but rarely posts or comments themselves. Lurkers are the majority in most communities.
Should brands focus on lurkers or active users?
Win the active, vocal members first. Lurkers decide by reading what those members say.
How do comments help win the core audience?
Open comments let regulars question you directly. Honest, fast replies show everyone reading, including lurkers, that the brand can be trusted.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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